Jim Beam

Distillery Bottlings

How would you feel if your favourite whisky doubled in price from one day to the next? In late 2016, Beam Suntory announced that in 2017, the price of Booker’s bourbon would double from US$50 to US$100. The resulting uproar wasn’t enough to stop the price hike completely, but Beam Suntory did decide to stagger the increase rather than implementing it in one fell swoop.